Recently, I was speaking with a client about the issue of subtle ageism in adult marketing. She was particularly fascinated by the reactions that people had when they learned of her father's passing. The first question nearly everyone asked was, "How old was he?" Her response was brilliant: "Why does it matter?"
While many associate social media with Millennials and Gen Z, Baby Boomers are also heavy users of these channels, with Facebook being the biggest for the demographic. According to Pew Research Center, of the 79% of Americans who were Facebook users in 2016, 72% were between the age of 50 and 64. They are also highly engaged users. One survey found the group 19% more likely to share content on Facebook than any other generation.
Many of us will head to the grocery store for Memorial Day to pick up a few items and, inevitably, that includes grabbing beer, wine or a spirit product. We have our list in hand and a pretty good idea of what we're going to buy. But something happens to 21% of us while in the store: We change our mind.
Awhile back there was a wave of adorable grandmas tagging themselves as rapper Grandmaster Flash - albeit inadvertently. While simply a humorous footnote to those less adept at using technology, it brings up the important point that when designing for seniors we need to make recognize the difficulties they may face.
Boomers are often credited with making 50 the new 30, but with more than half of this generation now over 60, they're making 60-something look pretty darn good, too.
Much research about the science of emotion has materialized in the last few decades, resulting in a shift in thinking about decision theories. The studies reveal that emotions constitute powerful, pervasive, and predictable drivers of decision making. Across different fields, significant regularities appear in the mechanisms through which emotions influence judgments and choices. This conclusion represents the learnings from the past 35 years of research on emotion and decision making. It is likely you agree; if you do not agree, perhaps you should consider learning more.
We must end the conversations pitting generation against generation. It's ageist and supports generational stereotypes that don't value the best that young and older people have to offer - especially to each other. It's time for a new narrative that highlights the importance of the unprecedented shifts every generation is experiencing, one that reflects the commonalities as opposed to differences.
The Pew Research Center recently reported that Americans 50+ are divorcing at twice the rate they did 25 years ago. In 1990, only 5 out of every 1,000 Americans got divorced in a given year; by 2015 that number had risen to 10 out of every 1,000 - during a period when divorce rates among Americans aged 25-39 declined by 21%.
Research has shown that customers' final decisions are not the direct product of the reasoning process; in fact, emotions drive Baby Boomers in their purchase decisions. The reasoning process will confirm their decision, but it doesn't start there.
Amazon Echo, commonly referred to as "Alexa," has become one of the most popular gadgets to debut in recent years. People the world over are embracing all of the ways that the device, first available in June 2015, can aid in managing the home and day-to-day life. While this kind of technology is often thought to appeal to only younger demographics, Boomers are finding new and innovative ways to use Echo to meet their specific needs.